It began in Japan in 1978; its observance has spread to several other East Asian nations like China, Taiwan, South Korea and countries worldwide.

With countries that observe White Day, typically Valentine's Day is celebrated by women and girls presenting chocolate gifts (either store-bought or handmade), usually to the other men and boys, as an expression of love, courtesy, or social obligation.

[4] On White Day, the reverse happens: men who received a honmei-choco (本命チョコ, 'chocolate of love') or giri-choco (義理チョコ, 'courtesy chocolate')[5] on Valentine's Day are expected to return the favor by giving gifts to the women.

Another reason given for the reduction of popularity is the changing gender roles within Japanese culture.

[10] Outside of Japan, the practice of giving response gifts one month after Valentine's Day has spread internationally.